Branded Car Wash Program for Shell
Development and Implementation Program
Following a car wash study, Shell learned that customers viewed their car washes as “scary little tunnels” that did not produce a clean, dry, and damage-free wash. To improve gas station car wash facilities, we developed branded car wash program for Shell.
Site Analysis Model
Developed for detailed car wash operation profitability analysis, from both the company’s and the retailer’s perspectives, and for both “the status quo” and “with branded car wash program” scenarios.
Phase One Pilot Testing Program
Pilot testing in three markets revealed phase one facility design proved difficult to permit in many municipalities due to the tall yellow columns. I redesigned the facility exterior to allow for easier permitting.
Phase One Program Guide
Comprehensive guide outlines all aspects of the program including state- of-the-art equipment technology, proprietary chemicals and a customer satisfaction focus.
Operational Strategy
SITE SELECTION, PROGRAM DEVELOPMENT AND EFFICIENT OPERATING SYSTEMS
Phase Two Program Guide
Pilot location results were incorporated in this Phase II program guide used in the national roll out of FormulaFinish and StarFinish branded car wash facilities.
Phase Two Exterior Design
Designed the Phase 2 exterior for both brands to facilitate ease of permitting and reduce the overall construction cost.
Planning Commission Submission
This booklet contained all the necessary items to start the permitting process, including preliminary site plans, floor plans, building profiles, signage specifications, etc.
Facilities and Branding
UPGRADED EQUIPMENT STANDARDS AND CAR WASH EXTERIOR
FormulaFinish
FormulaFinish branded car wash was implemented following pilot testing in three markets.
StarFinish
StarFinish branded car wash was implemented for Texaco.
Branding System Logo
Logo designs were developed for the branded car wash program.
Product and Pricing Strategy
SIRE SELECTION, PROGRAM DEVELOPMENT, EFFICIENT OPERATING SYSTEMS WERE DEVELOPED.
Free Standing Menu of Services
To allow for different entrance configurations free standing menu entrance kiosks.
Pole Sign
To attract car wash use, car wash menu of services signs for side walk display were developed.
Fuel Island Sales
Developed several sales options to introduce and promote car wash use at the local retail facility including trial discounts.
Consumer Promotional Materials
PROMOTING CAR WASH TRIAL
Several types of on- and off-site promotions, including direct mail, were tested during the market-test phase of the program. Ultimately, a multi-pronged promotional campaign including hand distribution of flyers and door hangers along with ad inserts in local publications and on-site POS proved to be the most effective. In one test market, a coordinated promotional campaign consisting of on- and off-site promotions received a whopping 27% response rate.
On site in-store graphic.
Exterior convenience store branded car wash graphic.
Car wash entrance instructions.
Branded car wash local store mailer with free car wash upgrade.
Shell FormulaFinish Grand Opening campaign.
Texaco StarFinish Grand Opening campaign.
Shell FormulaFinish gas station outdoor entrance pole signage.
Personalized FormulaFinish direct mailer.
FormulaFinish ploe signs.
Now open FormulaFinish display materials.
Background
Car washes have long been a staple at retail petroleum outlets, often viewed as a complementary service. However, declining gasoline margins prompted a new perspective: treating car washes as independent revenue streams.
Market trends underscored this shift. Surveys showed a growing consumer preference for professional car wash services over at-home or self-serve options. Customers emphasized convenience, favoring facilities that offered high-quality service with additional benefits.
The program’s initial rollout (Phase I) tested 12 locations across three metro areas, with insights from pilot sites guiding refinements for a broader Phase II rollout.
Objectives
The Branded Car Wash Program aimed to:
- Analyze market test results to identify strengths and improvement areas.
- Refine guidelines and expand program components for Phase II implementation in strategic markets.
- Develop comprehensive marketing materials to support the program’s success.
Market Test Results
A comprehensive analysis of the pilot location results was conducted. The scope included: car wash facility design and signage, site selection and evaluation process, compensation and profit-sharing arrangements with the retailer, pricing strategy, car wash operation, vehicle damage and customer complaint handling, local store promotions.
PHASE II MARKET RESULTS
- Customers confirmed brand was visually appealing;
- Re-branded car wash sites produced an average 30% increased revenue;
- Off-site promotions produced response rates as high as 27%; and
- Customer satisfaction increased by 40% because of satisfaction guarantee.
